About the Client
Radix is the world’s second-largest domain registry, known for managing a portfolio of New Top-Level Domains (nTLDs) that offer creative alternatives to traditional domain extensions. Among them is Dot Fun, a domain extension specifically crafted for individuals, creators, and brands who want to express joy, creativity, and personality online. Dot Fun is designed to serve as a playful digital identity for entertainment ventures, personal brands, and businesses that don’t take themselves too seriously.

Client’s Need
Radix approached Multia with the goal of rebranding Dot Fun to make it truly reflect the essence of its name, fun, vibrant, and expressive. The objective was to reposition the domain as not just another web address, but as a bold and joyful brand in itself. It needed to appeal to a wide demographic including content creators, entertainment brands, and startups looking for a domain that speaks to their personality and mission.

Challenges
1. Differentiating Dot Fun in a competitive and often monotonous domain space dominated by functional but uninspired nTLDs

2. Creating emotional resonance by making the brand feel human, delightful, and relatable

3. Building a flexible, future-proof identity that could maintain freshness and adaptability across various platforms and formats

Approach
1. Brand Strategy & Narrative: Collaborated with strategy partners to define a unique brand voice rooted in happiness, playfulness, and creative freedom. The positioning focused on encouraging users to “express their fun.”

2. Visual Identity: Developed a distinct and vibrant visual system that included bold color palettes, dynamic typography, and a custom set of expressive icons called FUNMOJIS, bringing emotion and character to the brand.

3. Website Experience: Designed an engaging, user-centric website that mirrors the brand’s playful tone through smooth interactions, intuitive navigation, and a lively interface that made discovering and registering a .fun domain a joyful experience.

Result
1. Delivered a vibrant, evergreen brand identity that immediately communicates fun and approachability

2. Created a cohesive brand experience across all touchpoints, visual, verbal, and digital, that evokes delight and reinforces the core emotion of the domain

3. Successfully repositioned Dot Fun as a bold and expressive alternative to traditional domains, leading to greater user engagement, positive brand perception, and increased adoption by brands and individuals seeking a unique digital identity